From the visionary force behind EA Sports, The Sims, FIFA Soccer-basically, all your favourite video games and apps-the first must-read game design thinking book for gamers, entrepreneurs, and techies

Video games are the biggest entertainment industry in the world—and they have a lot to teach us. How can we recreate the satisfaction we feel playing games in day-to-day life? How can we harness that feeling to make better products?

These are the questions Bing Gordon has been trying to answer over his 40 year career in tech. Affectionately known as the godfather of the video game world, his influence and canonized “Gamification Checklist” have shaped the companies we engage with every day: Amazon Prime, Zynga, Spotify, Audible, Twitch, Duolingo, and Cameo, to name a few.

Gamification, as explained by Bing, is motivation with rules and scoring mechanisms. It’s a framework for amplifying productivity and building social capital, leading to improved relationships, self-satisfaction, and professional achievement.

Everybody Wins draws on Bing’s Gamification Checklist and decades of fascinating in-the-room, behind-the-scenes stories to tell readers how to make products that people love—including a few life lessons along the way. Each chapter delves into one of the eight concepts on the Checklist, such as Wow Moments, Invest and Express, and Retention Hacking, to explore why we come back to certain products and games again and again.

With candid, first-person narration and Bing’s signature wit, Everybody Wins helps readers level up their products and services by understanding that what makes video games so fun, so easy to emotionally invest in, is the gold standard we should strive to replicate everywhere.

"Bing Gordon is one of the greats in the tech world. It’s impossible to imagine our modern lives without his influence. In Everybody Wins, he finally shares his magic for creating the kinds of products that change the world. A must-read for product developers, game designers, entrepreneurs, and anyone hoping to add a little video game joy to their lives." - Arianna Huffington, Founder & CEO, Thrive Global

"Everybody Wins reveals what the world’s greatest games can teach us about building experiences people genuinely love. Bing Gordon and Chloe Gordon show that the secret to lasting engagement is not manipulation, but aligning design with our deepest human drives. This book is an essential guide for anyone who wants to create something people return to again and again." - Nir Eyal, bestselling author of Hooked, Indistractable, and Beyond Belief

"Bing Gordon has helped to shape some of the world’s most influential companies and products that delight millions of us every day. Now, with Everybody Wins, he applies his trademark originality and profound empathy to share eight core principles for creating products, companies, and communities that endure." - John Doerr, chairman of Kleiner Perkins, New York Times bestselling author of Measure What Matters

"Bing Gordon’s argument here is a gospel I whole-heartedly agree with, and why I find this book, and Bing himself, such an internet treasure." - Reid Hoffman, co-founder of LinkedIn and co-author of Blitzscaling and The Start-Up of You

"A rare business book that's actually fun to read—fitting, given the subject." - Lenny Rachitsky, podcaster and author of the #1Business Substack Lenny’s Newsletter

"As someone who loves both video games and product design, I could not put this down. It had me making notes the entire time." - Peter Ramsey, author of Built for Mars

"Turn customers into loyal fans. Create products your customers will love and journeys they’ll never forget. Everybody Wins is your definitive guide. Highly recommended!" - Tony Fadell, iPod Father, Nest Founder & NYT Bestselling Author of Build: An Unorthodox Guide to Making Things Worth Making

"Nearly every interaction I’ve had with Bing over more than two decades has caused me to think differently. He deeply understands why we humans engage most powerfully with certain ideas and products – because we genuinely enjoy them. Turning an instinct for creativity and joy into a repeatable method of inventing is, quite simply, genius." - Jeff Wilke, Chairman of Re:build and former Amazon Consumer CEO

"Thought-provoking, super creative, insightful." - Mark Skaggs, creator of FarmVille and CityVille

"Bing is a legend in the Silicon Valley world." - Trey Lockerbie, founder of Better Booch kombucha